Breakfast at Tims®

A targeted campaign developed to support the launch of a new breakfast range across selected trial stores.

The objective was to create a visual identity that felt fresh, accessible, and distinctly “morning” balancing warmth and appetite appeal with clarity in a fast-paced ordering environment.

I led the concept development and overall creative direction, shaping how the range would be introduced in-store and across campaign touchpoints. This included defining the visual language, planning the shoot, and ensuring alignment between product, messaging, and execution.

On set, I art directed the shoot, working closely with the wider team to capture a suite of assets that felt cohesive and commercially effective. Attention was given to composition, lighting, and product hierarchy, ensuring each frame worked hard to showcase choice, quality, and ease.

The result is a flexible campaign system designed to support testing and optimisation, while still delivering a strong and consistent brand experience.